爱德曼-2018爱德曼信任度调查全球报告（英文版）-2018.1-61页-42mb

2018 Edelman Trust Barometer Summary

Core Content

The 2018 Edelman Trust Barometer provides insights into global trust levels in key institutions such as government, business, media, and NGOs. The survey was conducted in 28 countries with over 33,000 respondents, and the data was collected between October 28 and November 20, 2017. The report highlights a continued decline in trust, with the global Trust Index remaining at a distruster level, and a polarization of trust across different institutions and regions.

Main Findings

Trust in Institutions

• Global Trust Index: The average trust in institutions (government, business, media, NGOs) for the general population remained at a distruster level, with 20 of 28 countries classified as distrusters, an increase from 2017.
• Informed Public: The global trust index for the informed public declined slightly to neutral, with a 1-point decrease from 2017.
• Media: The media is now the least trusted institution globally, with distrust in 22 out of 28 countries. The trust in media decreased in the U.S., with a steep decline of 23 points.
• Business: Trust in business increased in 14 of 28 countries, while it was distrusted in 16 countries. In the U.S., trust in business also saw a significant decline.
• Government: Trust in government increased in 16 of 26 countries, but the U.S. experienced a notable drop, with government being perceived as the most broken institution.
• NGOs: Trust in NGOs declined in 14 of 28 countries, indicating a growing skepticism towards these organizations.

Trust in Platforms and Journalism

• News Consumption: Half of the global population is disengaged with news, consuming it less than weekly. Only 25% consume news weekly or more and share or post content regularly.
• Trust in Platforms: Trust in search engines and social media platforms decreased in 21 of 28 countries. However, trust in journalism rebounded in many regions, with journalism being more trusted than platforms in 21 countries.
• Fake News Concern: Nearly 70% of respondents worry about false information or fake news being used as a weapon, highlighting a global concern about misinformation.

Trust in Business and Leadership

• Business Expectations: The public expects businesses to lead on change and innovation. Trust in business is highest in countries like Canada, Switzerland, and Sweden.
• CEOs and Trust: 64% of respondents believe CEOs should take the lead on change rather than waiting for government action. There is skepticism about CEOs being driven by greed rather than a desire to make a positive impact.
• Sector Trust: Technology and education sectors are the most trusted, while financial services and CPG (Consumer Packaged Goods) are the least trusted.

Key Trends

• Polarization of Trust: There is a growing polarization of trust, with some countries experiencing extreme changes in trust levels compared to others.
• Trust Volatility: The Trust Volatility Measure indicates that trust in institutions is fluctuating significantly, with some countries showing extreme gains or losses.
• Trust Mandates: Each institution has specific trust-building mandates. For example, business is expected to protect privacy and drive economic prosperity, while NGOs are expected to protect the poor and create a sense of community.

Country-Specific Insights

• China: Trust in business increased significantly, with China and the UAE showing the highest gains. The government is seen as the most likely institution to lead to a better future.
• U.S.: Trust in business and government declined sharply, with the U.S. experiencing the steepest trust decline in media. The informed public's trust in the media also dropped.
• India: Trust in business and government showed mixed changes, with some decline and others showing stability.

Summary of Trust Changes

Conclusion

The 2018 Edelman Trust Barometer underscores a global trend of declining trust in institutions, with significant polarization and volatility observed. While some countries show increasing trust in business and government, others experience sharp declines, particularly in the U.S. and India. The media faces a crisis of trust, and there is a growing concern about fake news and misinformation. Businesses are expected to take a leadership role in addressing these issues and meeting public expectations.